PENNSYLVANIA HELPED DONALD TRUMP WIN THE PRESIDENCY. NOW, EDDIE MORAN IS THE STATE'S FIRST LATINO MAYOR OF A MAJOR CITY. HIS ELECTION IN READING PUNCTUATES A DRAMATIC DEMOGRAPHIC SHIFT.

By Andrea Arzaba

Photos by Hector Emanuel

In Reading, the city’s ethnic minorities are the majority. Latinos – non-white Hispanics – represent almost 70% of the population. As such, the city reflects a near future for the United States, where it is estimated the population will be "majority minority" by 2045.

Eddie Moran, sworn in as Reading’s first Latino mayor on January 6th, is thrilled that the city he represents is an example of what can happen elsewhere.

"With more than 60 million Latinos in the US, we are an economic and political powerhouse,” Moran said. “The community is claiming its seat at the table. It is only a matter of time before we see more Latinos as elected officials across the state and the country. I’m honored to play a role in this important evolution and excited to see the valuable diversity among the ranks of our elected offices.”

Reading is one of the most diverse cities in the U.S. mid-Atlantic, and it’s become a bastion for Democrats. There has not been a Republican mayor in two decades. But Moran’s election also stands as a new high-water mark for a region that is growing — its diverse population moving farther out into the surrounding Berks County, where the dominant conservative voters overwhelmingly favored Trump in the 2016 presidential election.

EL Señor Alcalde

Born in Hatillo, Puerto Rico, Moran grew up between the island and New York. He moved to Reading in 2008. An insurance agent by profession, Moran went to Berks County, Pennsylvania in search of a less urbanized life.

Not long after arriving, Moran got involved in local politics bringing together a coalition of Democratic forces in the city. That coalition then worked the streets.

"There were several factors; among them, the relationships that I built working in the private sector and serving on public boards helped me build name recognition and trust throughout the community. I also had an amazing campaign team,” Moran said. “The team we created had extensive experience working on successful and not-so-successful campaigns. Most importantly, we knocked on thousands of doors and engaged thousands of people who have historically been disenfranchised. Ours was a true grassroots effort geared to involve as many people as we could with a common vision of having a say in the future of our community through the power of the vote.”

Census data says Reading’s growth in the last two decades has been driven largely by Latinos moving from New York and Philadelphia. This has made it a democratic island in a majority white county that gave 52.9% of its 2016 votes to Trump.

“In terms of our democracy, there is a misconception that Latinos are not engaged in the political process. That is not factually correct,” Moran said. “The reality is that over the last decade, eligible Latinos registered and voted in greater proportion than any other ethnic group. In addition, we are the youngest population in the U.S., which presents the opportunity to ensure our youth understands the importance of exercising their franchise.”

According to the Pew Research Center, Hispanics will be approximately 13.3% of the national electorate in 2020, which will make them the largest racial or ethnic minority in the country. The nation is home to 58.9 million Latinos, roughly 18.1% of the population. Nevertheless, there are only 6,700 Latino elected officials, according to the National Association for Latino Elected and Appointed Officials (NALEO). This is about 1.2% of local, state, and federal political representation.

A City With Several Identities

Today the Puerto Rican community is remaking Reading. The city now celebrates an annual Puerto Rico Day parade.

But it also happily features an imposing five story wood structure with bright neon lights, the Pagoda.

The odd structure welcomes me to Reading. This building, a failed resort and now a popular tourist attraction, sits on the highest point in the city and offers a spectacular view.

From afar, Reading looks like any other East Coast city in the United States: ordered, calm, with parks and big office buildings. Many of its houses are made from red and ochre-color bricks.

But it’s at street level, where you realize the city is truly diverse. Walking down bustling 9th Street, there’s a distinct Latino vibe to the businesses: Dominican salons, Puerto Rican restaurants, Mexican grocery stores and Salvadoran pupuserias.

My first stop in downtown Reading was the butcher shop, Junior's Meat Market. Unassuming on the outside, the market has modest yellow interior walls behind dark blue lettering. The shop is bustling, full of customers ordering salted pig’s feet and beef bones in English and Spanish. There’s a family atmosphere; clerks ask after thecustomers children and parents, and send along their saludos.

In Junior’s I meet Simón, a 17 year-old student, with Buddy Holly glasses and unruly hair. He asked that his real name not be used because his parents are undocumented.

Simón is waiting for his mom to finish her shift at the register. He’s passing time by helping customers, and bouncing a little red ball to entertain his younger brother. Simón switches languages constantly. He tells me, matter-of-factly, that his life, more than anything, "es en Spanglish."

"My parents are from Mexico and I was born in the U.S.,” Simón says. “My community is made of people who were born here and in other countries like the Dominican Republic, Guatemala, and El Salvador. I identify as Latino, and from the U.S."

More Latinas in Power Positions

Reading is busting other stereotypes, as well.

In a Caribbean restaurant in central Reading, I meet Ana Medina, who is dining with her two granddaughters. She tells me she’s glad that "finally there is a Latino representing the interests of my city."

Moran won the election with 6,699 votes; his Republican rival got 1,603 votes.

"Eddie won because of his hard work on the campaign, his charisma, and his genuine interest in helping and empowering the Latino community in Reading", says Ángel Figueroa, Executive Director of I-LEAD Charter School. Figueroa, Moran’s political director during the campaign, was himself the city’s first Latino elected city council member.

Together, they came up with another first: Moran is thought to be the first mayoral candidate to aggressively campaign in English and Spanish. He was not the only one. Johanny Cepeda-Freyitz, one of four Latina women to ascend to the Reading city council, also relied on a bilingual campaign.

The other three women elected were Marcia Goodman-Hinnerschitz, Melissa Ventura, and Maria Rodriguez. They took office the same day as Moran. The council now has a female majority.

"There is a lot of enthusiasm in the community," said Mike Toledo, president of the Daniel Torres Hispanic Center in Reading. "The Latino community is growing and we want representation. Reading is a reflection of the entire United States. We currently have the most diverse Congress in the history of the United States, and this tells you something about where the country is heading."

Silenced Communities

In Reading, Eddie Moran must represent everyone, including the undocumented, a community living on the margin of civic society.

In one of the city’s grocery stores, a man introduces himself as Pedro; he also declined to give his real name because he’s undocumented. Despite his status, he’s pleased to see a Latino occupying the mayor’s office.

"It is a blessing that a Latino is put in a position of power,” says Pedro, who gambled that he could live the American Dream, arrived in New York two decades ago. There he met his wife, with whom he has two daughters. A few years ago the family decided it could better afford a house in Reading, and that they’d find a calmer life in a smaller city that still offered a Latin vibe. Despite their new-found comfort, Pedro says he and his wife live in constant fear of deportation.

"If Moran were here in front of me, I would ask him to support giving undocumented people the chance to receive a driver's license, even if the license comes with conditions,” Pedro adds. “[At] The first infraction, they can take it away. But give us the chance."

Like Pedro, Indira does not want her full name used. She, too, is undocumented and fears reprisals.

She’s lived here for more than a decade. One of her biggest dreams is that her two children have the opportunity to get a college degree, a dream she could not accomplish in her home country because family poverty pushed her to start working before she finished elementary school.

Indira likes it that Reading’s new mayor has promised to prioritize education as a pillar of his administration – as important as public safety and community development.

How Latinos Revitalized the City

Reading’s population and industrial growth began a century ago, spurred by its position as a strategic point on the East Coast railroad network.

Reading stood out for its manufacturing. At that time, there were more than 700 manufacturing firms here, and the nation’s largest brick factory.

The Great Depression gutted the local economy. A large part of the population left and Reading became known as one of the nation’s poorest cities.

In the early 2000s, civic salvation came with a wave of Latinos.

Today in Reading, Latinos represent 80% of the student population.

“My administration will be inclusive,” Moran said, citing the energy of a diverse population as the reason why Reading emerged from economic recession. “Each voice will be heard. I am committed to set a good example to help the next generation of Latino leaders win their rightful place as political leaders. I look forward to the day others step on my shoulders to achieve even greater success.”

Moran’s goal resonates with residents like Simon. As he leaves the store with his mother, holding his brother’s hand, he reminds me that what matters is how politicians deliver their promises. “I don't care if the mayor was born in the United States, or in some other country,” he says. “Nor do I notice their mother tongue or color of their skin. What matters to me are good ideas and improving the lives of the members of the community.”

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Hector Emanuel contributed to this story.

Andrea Arzaba is an independent journalist based in D.C. She holds a master’s degree in Latin American Studies from Georgetown University.

An Alcalde in Trump Country